Pengaruh Kualitas Pelayanan terhadap Loyalitas Pelanggan (Studi Kasus Cafe Uncle Sam )

Abstract

This research aims to examine and analyze the effects of service quality on customer loyalty at Uncle Sam's Cafe. The research population consists of all consumers of Uncle Sam's Cafe. Samples are determined using a formula of 5 times the number of indicator variables, which totals 24 indicators, obtaining 120 samples. Multiple linear regression analysis is used as an analysis technique. The results prove that service quality, using five indicators as a research gap, affects Customer Loyalty, leading to an increase in the number of visitors at Uncle Sam's Cafe. Based on the respondents' answers, it indicates that their perceptions regarding Tangibles, Reliability, and Responsiveness partially have a significant effect on customer loyalty at Uncle Sam's Cafe. Meanwhile, Assurance and Empathy partially have no significant effect on customer loyalty at Uncle Sam's Cafe. Additionally, simultaneous testing indicates that the Quality of Service simultaneously affects customer loyalty at Uncle Sam's Cafe.